Brazil relies on “wonders” and nature to attract international tourism

Christ the Redeemer, Iguaçu Falls, Jalapão, Lençóis Maranhenses, Bonito and many other attractions. Brazil has a natural, cultural, and historical diversity like few countries in the world.

That is why the Brazilian Agency for the Promotion of International Tourism (Embratur) has increased its initiatives to show the world Brazil with attractive destinations.

And the measures promoted are favoring the country’s economic and social development, as Embratur’s data show. According to the agency, in the first half of 2022 alone, international promotional campaigns moved about R$48.5 (US$10) million in travel to Brazil.

“For every U.S. dollar we invest in international advertising, 23 times comes back,” Embratur president Silvio Nascimento said in an interview on Brasil em Pauta, hosted by journalist Roberto Camargo, which airs this Sunday (21) on TV Brasil.

According to Nascimento, tourism contributes 8% to the national GDP, behind agribusiness, mining, and automotive industries. “In addition to generating income, it is also about creating jobs and maintaining businesses, which is extremely important for Brazil. Today, tourism ranks fourth in Brazil’s GDP,” he explained.

ECOTOURISM

After a period of isolation due to Covid-19, tourism in Brazil is on an upward trend. According to Embratur’s president, international tourists seek more contact with nature, which favors Brazilian ecotourism.

“Nature tourism has increased, and we have been working with other environmental organizations to promote, support, and provide infrastructure for these destinations,” he explained.

According to Nascimento, the sector’s growth does not mean that demand in Brazil’s major metropolitan areas is slowing down. According to a recent survey of the American public conducted by the agency, Rio de Janeiro ranks first in demand for Brazilian destinations, second Fernando de Noronha (PE), and third São Paulo.

On the other hand, business tourism has also shown satisfactory results in this recovery phase. Embratur’s investments in this sector are very profitable, mainly because of the higher average price for these tourists.

According to Nascimento, São Paulo is the most sought-after destination in this segment, comprising about 60% of business events in Brazil. Rio de Janeiro and Foz do Iguaçu (PR) rank second and third among the destinations that concentrate on the country’s most business-oriented events and conventions.

WORLD TOURISM ORGANIZATION

The novelty is expected to boost national tourism even more. During the interview, Silvio Nascimento also talked about the regional office of the World Tourism Organization (WTO), linked to the United Nations, that will come to Brazil. The announcement was made at the end of last year.

“When a UN agency is installed in a country, all these agencies start to deal with that country. And when you look at Brazil, you see a country with natural beauty, cities with infrastructure, unique gastronomy, and hospitable people. It is even easier to sell Brazil,” said the president of Embratur.

The WTO is the leading international organization promoting tourism. Its actions are aimed at sustainable, responsible, and inclusive development of the sector. In addition, gaining knowledge about the tourism market and promoting policies and instruments to support the sector are guidelines guiding the organization.